Skip links
Bankruptcy Lawyer Marketing

Bankruptcy Lawyer Marketing – Guide to Outshine Competition


As of 2023, there are 54,889 bankruptcy lawyers in the US, with the industry declining by an average of 2.5% annually from 2018 to 2023. This provides the perfect opportunity to utilize effective bankruptcy lawyer marketing strategies to attract more clients. 

Number of Bankruptcy Lawyers in USA
Data Source: IBIS

Marketing is important for bankruptcy lawyers to stand out, gain clients, and build a successful practice. Using effective bankruptcy attorney marketing strategies, you can increase your visibility, build trust, and ensure a steady flow of clients. 

This article covers the following topics in detail to assist bankruptcy lawyers crush the competition:

  • The Five-Step Plan: A clear approach to effectively grow your bankruptcy law practice.
  • Marketing Strategies: Easy-to-follow tactics to increase your visibility and connect with more clients.
  • Marketing Analytics: Simple ways to use data to track and improve your marketing efforts.

To succeed in marketing your bankruptcy law practice, you need to understand your competition, build a strong online presence, and earn the trust of potential clients. You can do it without hand-picked marketing strategies, let’s dive right in.

Table of Contents

A Winning Five-Step Plan for Bankruptcy Lawyer Marketing

Bankruptcy lawyer marketing is essential to stand out in a competitive market, attract the right clients, and build a successful practice. 

5 Steps for Bankruptcy Lawyer Marketing

1. Understanding the Competitive Landscape

To succeed in marketing, bankruptcy lawyers must first understand the competitive landscape. You can start by identifying your competitors and analyzing their strengths and weaknesses. 

You can do the following for your initial research:

  • Research: Examine competitors’ online presence, client reviews, and marketing strategies.
  • Gap analysis: Identify gaps in the market and opportunities for differentiation.
  • Create a unique strategy: Craft a unique marketing approach that highlights your strengths and addresses potential clients’ needs.

2. Establishing a Strong Online Presence

Merely 14% of law firms indicated that their legal practice’s webpage provided the option to arrange a consultation. You can start by creating a professional, user-friendly website that provides detailed information about your services, client testimonials, and an easy way for potential clients to contact you. By optimizing your site for search engines by using relevant keywords you can create high-quality content, and ensure it is mobile-friendly. 

3. Building Credibility and Trust

Building credibility and trust is important for converting potential clients into actual clients. Here are some ways you can build credibility and trust:

  • Testimonials: Gather and display testimonials and reviews from satisfied clients on your website and social media.
  • Reputation management: Respond promptly to questions and feedback to engage with your audience transparently.
  • Effective and frequent content: Establish yourself as a trustworthy and knowledgeable professional in bankruptcy law.

4. Reaching a Targeted Audience

30% of the lawyers surveyed stated marketing will be more crucial in the future. Effective bankruptcy lawyer marketing involves reaching the right audience. Define your target audience based on demographics, financial situation, and specific needs. Use this information to tailor your marketing messages. You can use online advertising platforms like Google Ads and social media ads to target these groups.

5. Enhancing Client Relationships

Strong client relationships lead to repeat business and referrals. Focus on providing exceptional client service by being responsive, empathetic, and transparent throughout the legal process. You can keep in touch with clients through follow-up emails and newsletters that offer valuable information and updates. Implement a referral program that rewards clients for referring new business to you.

About the Blog Author
Grey Smoke Media is North America’s only full-service legal marketing firm, offering:

We elevate law firms to the highest echelon through a multi-pronged, unified approach.

Strategies for a Successful Bankruptcy Attorney Marketing Campaign

Bankruptcy attorney marketing is essential to attract new clients and grow their practice. Here are some tried and tested strategies that will help you get ahead of the competition.  

Search Engine Optimization (SEO)

SEO is used by 29% of marketers as their main client acquisition channel. Effective SEO strategies can significantly improve your website’s visibility on search engines, helping you attract more potential clients. By focusing on various aspects of SEO, you can ensure your site ranks higher and reaches the right audience.

Link Building and Backlink Strategies

A page’s search traffic is positively correlated with the number of authoritative and relevant websites that link to it. Link building involves acquiring links from other reputable websites to your own, which can boost your site’s authority and ranking. You can contact legal blogs, financial websites, and local directories to secure backlinks. Create high-quality content that others want to link to, such as informative blog posts or detailed guides.

Grey Smoke Media Tip: Go on Reddit, and look for posts/infographics relevant to your services. Make a better version of that post and offer it to the account owner in exchange for a backlink.

Voice Search Optimization 

90% of individuals believe voice search is more user-friendly and quick than traditional search. With the rise of voice-activated search, optimizing for voice queries can help you reach more potential clients. Use conversational keywords and phrases that people might say when using voice search, such as “bankruptcy lawyer near New York” or “how to file for bankruptcy.” You should ensure your website provides clear and concise answers to common questions. This increases your chances of getting ranked for featured snippets.

Keyword Placement and Density

In the US, 88.2% of all searches are three words or fewer. Strategic keyword placement and optimal density are essential for SEO success. You can place your primary keywords in key areas, such as the page title, headings, and the first paragraph of your content. Avoiding keyword stuffing by maintaining a natural keyword density. The recommended percentage for keyword density is 1-2%.

Grey Smoke Media Tip: Use SurferSEO or ClearScope to enrich your content with other relevant keywords that help rank the article on the top of the SERPs.

Multimedia Integration

In 2023, video will be a marketing medium used by 91% of firms. Integrating multimedia elements like videos and infographics can enhance user engagement and improve SEO. Create informative videos on bankruptcy topics and embed them on your website. You can use infographics to visually represent complex information, making it easier for visitors to understand. Multimedia content can increase time spent on your site and reduce bounce rates, positively impacting your SEO.

Header Tags (H1, H2, H3)

51.3% of websites have more than one H1 tag, while 59.5% of sites have none at all. Proper use of header tags (H1, H2, H3) helps organize your content and improve readability for both users and search engines. 

A good practice is to use the H1 tag for the main title of the page, and the H2 and H3 tags for subheadings and sections. You can use tools like Screaming Frog SEO Spider and Google Search Console to include relevant keywords in your header tags to signal the content’s importance to search engines. 

Note:: “H2,” “H3,” and “H4” represent “Heading 2,” “Heading 3,” and “Heading 4,” respectively. These header formats are used in content management systems like WordPress.

Outbound Links

No backlinks are pointing to more than 66% of sites. Including outbound links to reputable sources can enhance your content’s credibility and SEO. Linking to authoritative websites, such as government sites, financial institutions, or legal organizations can support your content. Outbound links show search engines that you provide valuable, well-researched information, which can improve your ranking.

URL Structure

A clear and descriptive URL structure helps search engines and users understand your page’s content. You should use short, keyword-rich URLs that reflect the content of the page. Avoid using complex strings of numbers or symbols. 

For example, a URL like “” is more effective than “” Tools like Bitly and Moz URL Optimization Tool can also help you optimize your URL. 

Blog Content

9 out of 10 marketers use their blogs to accomplish their content goals, making blog posts the most popular content format. Blog posts help share your knowledge and answer common bankruptcy questions. You should identify frequent client queries, couple them with keywords, and create informative posts using clear language and real-life examples.

Social Media Marketing 

Building a vibrant online community is essential to a successful social media strategy, according to 90% of social media marketers. Social media can assist in bankruptcy lawyer marketing and considerably boost the visibility of bankruptcy lawyers, helping them reach a broader audience and engage potential clients.

  • Influencer Partnerships: Partnering with influencers can help you reach a wider audience and build credibility. These influencers can share your posts, participate in live Q&A sessions, or co-create informative videos, helping you tap into their audience and gain trust from potential clients.  For instance, you can collaborate with a popular local financial advisor to create a video series on “Steps to Financial Recovery After Bankruptcy“.
  • Live Streaming: In 2022, live streaming and short-form videos were the most popular social media forms. Live streaming allows you to engage with your audience in real time, providing immediate value and building a personal connection. You can host live Q&A sessions on platforms like Facebook, Instagram, where you answer common questions about bankruptcy law.
  • Cross-Platform Campaigns: A cross-platform campaign ensures your message reaches a wider audience by using multiple social media platforms. You can develop a campaign that includes a consistent message and visual style across platforms like LinkedIn, Facebook, Twitter, and Instagram. Use platform-specific features, such as LinkedIn articles, Facebook ads, Twitter polls, and Instagram stories, to engage users differently on each platform.
  • Infographics: While 15% of marketers want to use infographics for the first time in 2024, 26% of marketers currently use them. Infographics simplify complex information. By designing engaging infographics, you can explain bankruptcy processes, types, and statistics. For instance, you can create an infographic titled “Chapter 7 vs. Chapter 13 Bankruptcy: Key Differences” and share it on social media. You can create attention-grabbing infographics using easy-to-use graphic design software like Canva and Piktochart.

Paid Advertising for Bankruptcy Lawyers

Paid Advertising for Bankruptcy Lawyers

Paid advertising is an effective way for bankruptcy lawyers to increase their visibility and attract potential clients. By using targeted ads and strategic placements, lawyers can ensure their services are seen by those who need them most.

Keyword Selection

Choosing the right keywords is essential for the success of your paid advertising campaigns. Use tools like Ahrefs to find relevant keywords with high search volumes and low competition. Target keywords like “bankruptcy lawyer near me” and “file for bankruptcy” in your ads. 

Additionally, focus on long-tail keywords that indicate strong buying intent, such as “affordable bankruptcy lawyer consultation” or “best bankruptcy lawyer for small businesses.” Regularly review your search terms report to ensure your ads appear for queries with high intent, and adjust your keyword match types to optimize for quality leads. 

Display Advertising

Display ads are used by 22% of marketers in their campaigns. Displaying ads can help you reach a large audience across various websites. You can design visually appealing ads that include your key message and place these ads on websites that your target audience frequently visits, such as financial news sites. Use display advertising networks like Google Display Network to manage your campaigns and track performance.  

Retargeting Ads

Retargeting ads help you re-engage visitors who have previously interacted with your website but did not convert. By using personalized messages, you can remind clients of the benefits of your services and encourage them to return to your website. Show retargeting ads with a message like “Ready to Take the Next Step? Contact Us for Expert Bankruptcy Advice” to previous website visitors. Platforms like AdRoll and Perfect Audience are ideal for running retargeting ad campaigns. 

Pay-Per-Click (PPC) Advertising

Pay-per-click (PPC) advertising may provide average returns of $2 for every $1 invested, or 200% ROI, with proper optimization. PPC advertising allows you to place ads on search engines and only pay when someone clicks on your ad. You should write compelling ad copy that includes your keywords and a strong CTA. Regularly monitor your campaigns to optimize bids, keywords, and ad copy based on performance data.  

Mobile Advertising

Over half of the traffic that marketers receive each year comes from mobile devices, according to most of them. With more people using smartphones to browse the internet, mobile advertising is important. You can create mobile-friendly ads that are easy to read and interact with on smaller screens. By using mobile advertising platforms, you can target users based on their location, behavior, and device type.

Email Advertising

Email marketing is still a popular medium for attorneys, with 40% of law firms still using it. Email advertising involves sending targeted messages directly to potential clients’ inboxes. 

By using email marketing tools to track open rates, click-through rates, and conversions you can measure the success of your campaigns. Software like Mailchimp and Constant Contact can help you automate and manage your email marketing campaign effortlessly.

Audio Advertising

Podcasts and other audio content are used by 25% of marketers as part of their content strategy. Audio advertising, such as ads on podcasts or streaming services, can help you reach a different audience. Choose podcasts or streaming platforms (like Spotify and Apple Podcasts) that your target audience listens to and place your ads strategically. 

Grey Smoke Media Insights: Use tools like Google Analytics to regularly monitor your ad performance, identify areas for improvement, and optimize your campaigns for better ROI.

Website Optimization 

Optimizing your website is essential for attracting and converting potential clients. A well-optimized website enhances user experience, improves search engine ranking, and increases the likelihood of visitors contacting you for your services.

  • User Experience (UX) Design: User experience (UX) design focuses on creating a user-friendly and engaging website. By simplifying navigation with clear menus and an intuitive layout, you can improve the user experience. You can also provide easily accessible contact information and calls to action (CTAs) on every page. A positive UX keeps visitors on your site longer and encourages them to reach out for your services.  
  • Page Speed Optimization: Pages on 72.3% of websites load slowly. Page speed optimization is vital for retaining visitors and improving search engine rankings. By using tools like Google PageSpeed Insights and GTmetrix, you can identify factors slowing down your site. Similarly, you can compress images, minimize CSS and JavaScript files, and leverage browser caching to improve load times. 
  • Image Optimization: Google Maps, Google Images, and Google Search account for 92.96% of all global traffic. Image optimization ensures that your website’s images load quickly without sacrificing quality. You can use tools like TinyPNG and ImageOptim to compress images before uploading them to your site. Choosing the right file formats (e.g., JPEG for photographs, PNG for graphics) and using descriptive filenames and alt text can enhance your SEO position and improve load times.
  • Landing Page Optimization: The typical landing page conversion rate, according to nearly two out of every three marketers, is less than 10%. Landing page optimization focuses on creating effective pages that convert visitors into clients. You should use strong, compelling CTAs and include testimonials or case studies for credibility. By testing different layouts and using tools like Unbounce and Leadpages, you can find the most effective combinations for conversion. 
  • Security Enhancements: Redirects from HTTP to HTTPS fail on 88% of websites. Security enhancements like HTTPS and SSL are essential for protecting your website and building trust with visitors. Install an SSL certificate to encrypt data and ensure secure connections. A secure site protects your clients’ information and boosts your SEO, as search engines prioritize secure websites.

Grey Smoke Media Insight: Use tools like Hotjar and Crazy Egg to analyze user behavior on your site, identify areas for improvement, and implement changes to enhance the overall user experience and conversion rates.

Local SEO

58% of companies do not use local search optimization. Building a strong referral network is important for bankruptcy attorney marketing to generate consistent leads and grow their practice. By using local events, media, and professional connections, you can create a network that continuously brings in new clients.

  • Local Events: 28% of local product searches end in a purchase. Participating in local events helps you connect with potential clients and referral sources. Attend community gatherings, business expos, and networking events by using tools like Eventbrite and Meetup where you can meet local business owners and residents. Building relationships at these events can lead to word-of-mouth referrals and increased visibility in your community.
  • Workshops and Seminars: Hosting workshops and seminars allows you to showcase your expertise and provide valuable information to attendees. Organize events on topics like “Understanding Bankruptcy Options” or “Financial Recovery After Bankruptcy.” Promote these events through local community centers, social media, and your website. Providing useful insights helps establish you as an authority in bankruptcy law, encouraging attendees to refer your services to others.
  • Local Search Results: In the top 5 results for 92% of search queries containing a city and business category, there is a Yelp page. Optimizing local search results ensures that your practice appears when potential clients search for bankruptcy services in your area. You can also use local keywords in your website content and meta tags, and ensure your contact information is consistent across all online platforms.
  • Google My Business: When consumers locate a business’s comprehensive business profile on Google Search and Maps, they are nearly three times more likely to think the company is reliable. Creating and maintaining a Google My Business profile enhances your visibility in local search results. You should fill out all relevant information, including your address, phone number, business hours, and services. 
  • Online Reviews: A company that responds to all of its evaluations will be used by 88% of customers. Online reviews significantly impact potential clients’ decisions and can drive referrals. Ask satisfied clients to leave reviews on platforms like Google, Yelp, and Avvo. You should respond to reviews professionally, address any concerns, and thank clients for the positive feedback. Review management platforms like Podium and Birdeye can also assist you in managing your online reputation. 
  • Join Professional Associations: Joining professional associations like the American Bankruptcy Institute (ABI) and American Bar Association (ABA) – Business Bankruptcy Committee related to bankruptcy law and the legal industry can expand your referral network. You can participate in association events, contribute to newsletters, and join online forums to connect with other legal professionals. Building relationships within these associations can lead to mutual referrals and increased credibility within the industry.
Local SEO for Bankruptcy Lawyer

Grey Smoke Media Insight: Use tools like Moz Local and BrightLocal to manage your business listings, monitor online reviews, and track your local search performance to ensure consistent and accurate information across all platforms.


Evaluating Your Bankruptcy Lawyer Marketing Efforts

Data is the most underutilized asset in their company, according to 87% of marketers. Understanding how your marketing efforts perform is important to improve existing bankruptcy attorney marketing strategies and maximize client acquisition. By using marketing analytics, you can gain valuable insights into what works and what doesn’t, enabling you to make data-driven decisions that enhance your marketing efforts.

  • Track Website Traffic: According to 26% of marketers, decision-makers don’t look over the data that the marketing analytics team submits. Tracking website traffic helps you understand how many visitors are coming to your site and where they are coming from. This insight allows you to optimize your marketing channels for better performance. Pay attention to metrics such as the number of visitors, unique visitors, and traffic sources
  • Bounce Rates: The typical website has a 13% SEO click-through rate and a 37% bounce rate. Bounce rate analysis is essential to understanding how engaging your website is for visitors. A high bounce rate indicates that visitors leave your site quickly, which can be a sign of poor user experience or irrelevant content. You can investigate pages with high bounce rates to understand why visitors might be leaving. 
  • Google Analytics: Currently, Google Analytics is used by around 28.1 million websites. Google Analytics is a powerful tool that provides detailed insights into your website’s performance. Set up Google Analytics to track key metrics such as traffic, user behavior, and conversions. 
  • Social Media Analytics: The global population uses social media to a degree of about 60%. Social media analytics allow you to measure the performance of your social media campaigns and understand your audience’s engagement. Using the built-in analytics tools on platforms like Facebook and LinkedIn can help you track metrics such as likes, shares, comments, and follower growth. 
  • Evaluate Ad Campaigns: 84% of marketers reported that their PPC advertising initiatives yield positive results. Evaluating your ad campaigns helps you determine the return on investment (ROI) and effectiveness of your advertising efforts. Using platforms like Google Ads and AdEspresso to monitor key metrics such as click-through rates (CTR), cost per click (CPC), and conversion rates can assist in decision-making. 

Grey Smoke Media produces verified results in the most fiercely competitive legal markets across North America

To date, we have helped generate over a billion dollars in revenue for our clients.
It’s time to get serious about your marketing.

Key Takeaways

  • Understand Your Competition: Identify and analyze your competitors’ strengths and weaknesses to craft a unique marketing approach that highlights your strengths and addresses potential clients’ needs.
  • Build a Strong Online Presence: Create a professional, user-friendly website, optimize it for search engines, and maintain active social media profiles to engage with potential clients.
  • Leverage Social Media Marketing: Use strategies like influencer partnerships, live streaming, and user-generated content to boost visibility and build credibility with your audience.
  • Optimize Paid Advertising: Utilize tools like Google Keyword Planner, Google Display Network, and Google Ads to create targeted ads that reach your ideal clients and drive conversions.
  • Utilize Marketing Analytics: Track website traffic, bounce rates, and ad performance using tools like Google Analytics and social media analytics to refine your marketing strategies and improve ROI.